Gunn Slater logo

Founded by Amy Gunn and Erica Slater, both accomplished trial attorneys, Gunn Slater is a women-owned law firm focused on providing legal representation for individuals harmed by reckless healthcare providers, truck drivers, or product manufacturers. The firm’s goal is to provide high-quality, personalized legal services, particularly for families, young parents, and those who need trial attorneys who can handle cases effectively and compassionately.

Before launching their firm, Amy and Erica hired Firesign | Enlightened Legal Marketing to create a logo that conveys a blend of confidence, expertise, and compassion. They wanted the logo to reflect Gunn Slater's identity as a fierce and trustworthy advocate for those harmed by negligence, while maintaining a fresh and sophisticated appearance that stands apart from typical personal injury law firms and several competitor firms in their market. Amy and Erica also stressed the importance of overcoming bias: they didn’t want a logo that was decidedly gendered, or one that evoked an overly masculine or corporate feel. As Amy and Erica told Firesign before the project’s launch: “We’re badasses that are going to take care of you. Everyone wants the badass, but only if they’re your badass. We need to convey that with the logo. Every single client knows that once they have us. We have such strong rapport with our clients because exactly what we are selling is exactly what we are.”

To accomplish these goals, Firesign incorporated “G” and “S” to form a logo mark in a sharp, stylistic way that’s professional and conveys a sense of approachable power without being overly masculine or feminine. The color scheme incorporates a vibrant, deeper green that’s inspired by nature’s vitality. The incorporation of the tagline — “Powerful Advocacy | Compassionate Counsel” — with the logo mark conveys the unique approach that Gunn Slater brings to personal injury law. The logo suite aims to elevate the firm’s status, setting Gunn Slater apart from competitors, and instilling confidence in clients and referral sources.